Independent and trusted media is essential in an open and democratic society. Our sustainability actions focus on safeguarding independent Finnish journalism and engaging entertainment also for generations to come. To succeed, we promote freedom of expression across our media, create public discussion and ensure a safe and sustainable advertising environment for brands. Our mission is to offer Finnish media also for next generations.
Our sustainability targets
We promote open democracy and freedom of speech through our independent media
Finland is known as a land of free press. Public trust towards media remains high and 96% of Finns over 15 years of age read news (Media Audit Finland 2020). Maintaining and building this trust is crucial to us. This means we resist disinformation with fact-based content, commit to Guidelines for Journalists and communicate transparently our general editorial process. Strong readership is essential to independent media and freedom of speech. In Finland, the total readership is measured by Finnish Internet Audience Measurement (FIAM) and Media Audit Finland (KMT).
We have over 40 media brands such as Helsingin Sanomat, Aamulehti, Satakunnan Kansa and Ilta-Sanomat together with 11 local newspapers. A cornerstone for reliable and fair journalism in Finland is strong cooperation within the media sector. In Finland, the self-regulating and independent committee of the Council for Mass Media (CMM) is responsible for overseeing editorial ethics. The CMM, established by publishers and journalists, provides guidelines for good professional practices and oversees the methods by which journalists acquire their information in the field of mass communication according to the commonly agreed commitment to the Guidelines for Journalists. When publishing content, we comply with the legislation concerning freedom of speech freedom of expression and the media sector. We are a member of the CMM and committed to the Guidelines for Journalists. These principles guide all our journalistic work. Editors-in-Chief and supervisors of the editorial teams are responsible for ensuring all journalists working for us understand their professional responsibilities. The Editors-in-Chief and Sanoma’s Forum for the Editors-in-Chief develop our editorial culture at Sanoma, provide guidance, follow reader surveys and customer feedback and take part in public discussion on editorial ethics.
We increase awareness, empathy and tolerance with our journalism
We create public discussion reflecting diverse opinions and lifestyles. As stated in the Guidelines for Journalists we aim for fact-based information and it defines our editorial decisions whether the topic is sustainability awareness in Helsingin Sanomat or a female perspective to society in women’s magazine MeNaiset. Supporting literacy and media literacy, in particular, to increase active citizenship of all ages is fundamental for us. The need for reliable news has risen over the last years of increasing disinformation through social media. To support media literacy and reading skills throughout society, Helsingin Sanomat launched a new weekly newspaper for children (HS Kids’ News) in print and video. In addition, schools receive free copies of our newspapers to use in the classrooms every year. We participate in the annual Read Hour (a charity campaign to promote reading among children and teens) in September and make the campaign visible in our media. In February we participate in Newsweek (Uutisten viikko, previously Sanomalehtiviikko), which is a week when schools in Finland focus on news and media. In addition, Donald Duck in Finland is known for its work to keep versatile and lively Finnish language alive. Finally, our audio-on-demand service Supla promotes Finnish literature by providing audio books and podcasts.
We enable companies to thrive through marketing in our curated media
Our media reach 97% of Finns every week and a significant part of our offering is made possible by enabling companies to market their products and services efficiently in our curated media. The power of marketing supports sustainable growth and commercial success of our customers as well as our national economy through making businesses thrive. We are committed to the International Chamber of Commerce (ICC) Advertising and Marketing Communications Code and the general marketing profiling process. Our goal is that our media are trustworthy and support the brand safety of our customers by targeting appropriate marketing content to right audiences.
The Ethical Council of Advertising gives statements whether advertising is according to good manners, such as discriminating or not suitable for children, and applies the ICC Advertising and Marketing Communications Code. Our advertising and marketing processes are continuously developed further.
Our media separates advertising and journalistic content in the manner required by the Council for Mass Media and implement advertisement restrictions to the types of advertising agreed. We do not provide digital advertising targeting groups which include children, for advertisers. We follow IAB Europe EU Framework for Online Behavioural Advertising as well self-regulatory codes for marketing by Data & Marketing Association of Finland.
We empower shared experiences with entertainment and support the local audio-visual community
Nelonen Media is a leading broadcasting group in Finland focusing on TV and radio. According to an impact assessment by the Upright Project, by providing entertainment we increase feelings of meaning and joy . By delivering information, inspiration, entertainment and experiences, we increase awareness and reflect society with different viewpoints and lifestyles.
Our productions also empower and strengthen the Finnish audio-visual community by providing outlets and creating new channels for Finnish entertainment as well as by working closely together with Finnish artists, music industry and culture sector. Our local festivals with mainly Finnish artists create regional impacts by gathering people together, and support local vitality by bringing customers to local businesses. We have a strong influence on the audio-visual scene by providing jobs and keeping Finnish entertainment competitive and interesting in the global competition.
In our productions, we protect vulnerable audiences in accordance with National Audiovisual Institute guidelines (KAVI). All audiovisual programmes supplied in Finland must be classified by the Act on Audiovisual Programmes. We are committed to this classification and the KAVI guidance. Materials that could potentially harm vulnerable audiences, such as children and youth, are published by the editorial teams according to the guidelines. We continuously develop our age classification process together with KAVI and related staff is trained by KAVI.
Supporting Sustainable Development Goals
Supporting democratic societies is in our DNA through the independent media and the quality learning content we provide. We continue developing ethical, reliable journalism and providing sustainable media as well as contribute to excellent education to support open strong democracy.
We engage with our stakeholders and suppliers to meet our sustainability goals. We also annually support carefully selected partners with donations to strengthen our positive impact on society and local communities.